Gen Z decides less is more with underconsumption core
Methods+Mastery
A team of curious, tenacious, and candid experts who are committed to delivering work that works.
In today’s edition:
If there are clothes in your closet that still have the tags on, you’re not alone. Data shows people often buy more than they need without thinking much about it. This behavior has long been considered normal, but people are starting to realize how problematic it can be. E-commerce is evolving faster than ever, social shopping is at an all-time high, and subscription-based services are now a must-have for retail businesses.
Despite this, a recent trend on social offers a moment of respite. Underconsumption core, which celebrates minimalism and self-control, has accumulated 91.9M views on TikTok since July. The motivations behind it vary (helping the environment, rejecting capitalism, or just saving cash), but it usually involves a creator encouraging people to reuse things they already have.
While similar to minimalist trends like deinfluencing, slow living, or ”no buy” months that we’ve seen before, it’s the first time it’s emerged as a standalone aesthetic or “core.” The word “underconsumption” is blunt and to the point… maybe people are tired of dancing around the topic. But, as you’ll soon see, some folks have mixed feelings and aren’t fully convinced.
Let’s clean out the closet together.
What we’re seeing #1: Some are embracing the principles of underconsumption core—others are side-eyeing it.
Making coffee at home or owning a lamp instead of buying candles doesn’t sound all that radical, but simple lifestyle changes like these are at the heart of the underconsumption trend. But while “less is more” can undoubtedly be seen as positive, some are pointing out that it’s not as impressive as it’s made out to be.
People are replacing the term “underconsumption core” with “normal core,” “normal consumption,” and “consume normally.” The New York Times even quipped, “Yes, being normal is now trending.” Skeptics are calling out creators for using the trend performatively, including criticizing “decluttering” old and extraneous belongings since there’s a chance they’ll be replaced later on.
Others offer a more neutral take, wishing both sides didn’t go to such extreme ends of the debate. One TikTok commenter mentions they’ve “found a good middle ground” between minimalism and maximalism.
What we’re seeing #2: It’s tricky for a brand to advocate for underconsumption, but some have struck the right balance.
Vaseline reposted a video where someone showed off their family’s 16-year-old tub — a subtle and endearing nod to how their product lasts forever. Clothing brands like Abercrombie & Fitch, Quince, and Skims are partnering with creators to encourage people to curate capsule wardrobes that will stand the test of time. And, on the more radical side of things, Patagonia and Allbirds have stopped running Black Friday deals altogether.
So what stopped these approaches from falling flat? They aligned well with each brand’s values. Vaseline tapped into a universal truth that their product never seems to run out;? Abercrombie & Fitch leaned into their reputation for classic designs, and Patagonia literally told their customers “don’t buy this jacket” in the past.
Unless a brand is already known for its stance against overconsumption, subtle references usually work better than loudly supporting “less is more” out of nowhere.
What we’re seeing #3: Underconsumption core has opened a can of worms regarding labels.
Trendily naming an aesthetic or particular set of behaviors can be divisive. On one hand, some feel it’s fun and even empowering. Others find it exhausting and don’t see the need to “rebrand” things they perceive as ordinary.
Want some examples of aesthetics that stirred the pot? The clean girl aesthetic (classic, sophisticated looks), espresso hair (coffee-inspired hues that shine), and tomato girls (coastal clothing from the Mediterranean) were all met with confusion. On TikTok, people pointed out that these were simply new names for things that already existed: au naturel style, brunettes, and summer essentials.
While Gen Z has embraced aesthetics and cores as a way to describe elements of their identity (we covered this in our Pinterest edition), perhaps they're feeling the fatigue that comes with labels. What started as a fun way to express individuality has now evolved into something akin to pigeonholing (or automatically assigning someone to a category or group).
What It Means For You & Your Brand?
Avoid unintentionally encouraging urgency or FOMO in your marketing. Lingo like this could give Gen Zers the ick, and you might receive some heat for encouraging overconsumption. Remember: quality over quantity. Focus on reaching customers already in the market for your product or service, rather than convincing the masses to shop with you “before it’s too late.”
If underconsumption messaging is new to your brand, be purposeful to avoid seeming performative. At first, announcing your support for healthy consumption levels might be met with raised eyebrows. Trust isn’t built overnight, so some will be skeptical of your intentions and want proof that you mean it. Test different phrases and content formats to see what elicits the right reactions. Subtle, slow, and steady.
领英推荐
And finally, be discerning about the trends you choose to jump on. It can be tempting to participate in a trend like underconsumption core because of its velocity on social. But remember: not all trends are made equal. There’s a difference between true trends, characterized by having a prominent impact on a community or audience, and fads, aka “crazes” that can lose steam quickly and feel wrong for your brand. True trends are the key to building long-term cultural relevance. Your trends intelligence needs to account for these factors; if it’s not, it may be time to revisit your approach.
The Social Scoop
Get up to speed with the biggest stories on social.
LinkedIn goes all-in on video with new in-feed video carousels. Microsoft found that video is the fastest-growing format on LinkedIn, with a 34% increase YoY in uploads. The Videos For You section offers curated video recommendations based on in-app activity and profile information. Tapping into one of the featured videos opens LinkedIn’s full-screen, vertical video feed. Videos For You was first spotted on the mobile app, but it’s not fully available to users on all devices.
Our take: If this new section feels familiar, it’s because it follows LinkedIn’s previous dedicated Video and Suggested Posts tabs, emphasizing relevant and quality content. Given the influx of Gen Z creators, it’s not surprising that LinkedIn is expanding its video curation offerings. Posting a variety of content formats is still essential for LinkedIn strategy, but take this as the green light to start testing out more vertical video content in your feeds.
TikTok expands direct messaging features with the ability to create group chats for up to 32 people. TikTok introduced new updates to its Direct Messages feature, adding custom stickers and expanded group chats.?
Our take: Platforms have been moving toward the private messaging space for a while. TikTok is finally joining in by exploring the connective spaces and repositioning DMs as the place for discussion and community. While the feature is limited to mutual followers (and has restrictions for teens), it creates an open space for creators and brands to experiment and connect with top customers for exclusive content.
Threads adds various new features with more on the way. Threads recently introduced a dedicated Media tab, custom feeds, multiple drafts, and audience insights, and a post-scheduling feature and disappearing posts are on the horizon.
Our take: These new features are great for the marketing teams, but the jury’s still out on whether Threads is worth the effort. As we said earlier this year, Threads is still far from its goal to become the go-to platform for real-time discussions. We saw this play out recently when the Olympics and other current events failed to make waves on the platform. However, if Threads is already part of your current strategy, these updates were made for you.
Rabbit Hole of the Month
We’re obsessed with internet rabbit holes. Here’s one we dug into this month:
?? Brainrot ??
OOTDs and GRWMs and girl dinners and gatekeepers and golden retriever boyfriends and sigmas and rizz and cooked and are we starting to scare you?? If that was easy to understand, you may be afflicted with the latest condition: brainrot.
It was first used to criticize reality dating shows and digital fatigue on Twitter in 2007. Brainrot has since evolved into a slight against those who use internet slang in daily conversation, and people who are chronically online. The term picked up steam earlier this year, and over 370K videos are now tagged with #brainrot on TikTok.
While not an official medical issue (yet), there are resources about the impacts of this condition. Dr. Michael Rich, pediatrician and founder of the Digital Wellness Lab at Boston Children’s Hospital, claims brainrot is a coping mechanism for those who choose to “numb themselves with mindless scrolling.”
Buzzfeed even made a quiz about it, and if you get all the answers right… consider it a sign to go touch some grass.
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Alt Text is brought to you by Methods+Mastery. Our insatiable curiosity and hunger to understand the world around us is what fuels our mission. We go down cultural rabbit holes to understand how trends form and how people think and behave — all so we can build work that works.
Disclosure: Methods+Mastery serves multiple clients. Those clients and/or their peers and competitors may be included in Alt Text, if we feel they’re relevant to what’s trending in social. We always disclose direct client relationships and affiliations.